Direct Lions

All fast-moving and durable consumer goods, including but not limited to food and beverages, beauty products, toiletries, cleaning products, other household goods, other FMCGs, fashion, lifestyle, clothing and accessories, furniture, and consumer electronics.

All fast-food entries should be entered into A04. Travel, Leisure, Retail, Restaurants & Fast-Food Chains.

Pharma, OTC drugs, wellness.

If the work has been created for a Charity/NFP then this should be entered into A07.

Vehicles, other automobiles.

All transport- and travel-related services, including public transport and tourism boards. All entertainment- and leisure-related services, including museums, festivals and gyms. All shops, including online shopping, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafés and bars.

Music, film, television, publications and media, books, news, digital platforms and other media.

All commercial public services, legal, financial, education, B2B technology, consultancies and professional services, other business services, internal and corporate communications.

Government, public information, NGOs, military, charities, non-profit organisations.

All corporate social responsibility work should be entered in the relevant sector and/or F07. Corporate Purpose & Social Responsibility category in section F. Culture & Context.

Celebrating targeted and programmatic mailing campaigns. The work in this category should demonstrate efficiency in the technology and processes used, effective placement and evidence of results.

Please send physical samples for the jury to experience.

Non-mail and print collateral, including small physical objects and all other hand-held (or equivalent in size) items.

'Small-scale' refers to the physical size of the ambient item, not the scale of the distribution.

Please send physical samples for the jury to experience.

Non-traditional media. This includes but is not limited to direct response stunts, street teams, direct response events, outdoor/ambient media and other mediums that encourage direct interaction and seek a measurable response.

Large-scale' refers to the physical size of the ambient item, not the scale of the distribution.

Direct work using cinema, TV or radio. The work should demonstrate how the chosen medium led the other direct elements within the work.

Direct work using print or outdoor. This may include, but is not limited to, newspapers, magazines, inserts, trade journals, traditional billboard or poster sites, bus shelters and transit advertising using standard advertising space.

Augmented billboards should be entered into B03. Channels: Large-Scale Media.

The application of data and insights that significantly forms the basis of the direct strategy, demonstrating how the data-driven strategy helped to profile customers’ behaviours and segmentation, that ultimately led to successful direct marketing activities.

Work where the interpretation and analysis of data was used to build a targeted communication for a specific audience. This may include but is not limited, to hyper-targeting, precision targeting, audience mapping and targeting segmentation.

Work where real-time data creatively enhanced engagement with a target audience or was utilised in promoting an ongoing relationship with the consumer. Entries should clearly demonstrate how the use of real-time data led to measurable and meaningful results.

The creative application of immersive experiences that push the boundaries of technology within direct strategies to engage and strengthen relationships with consumers. This could include, but not be limited to, AR, VR, XR, wearable tech and mobile devices, GPS, NFC, facial recognition, voice technology, blockchain technology, gamification, virtual worlds, the metaverse and all other emerging platforms. Does not include prototypes of early-stage technology.

Celebrating the use of gaming and games to effectively target a specific audience. The work should demonstrate how the chosen game or gaming platform drove engagement and brand affinity within the target audience.

Work that uses online platforms or associated technologies to enhance relationships with a specific audience. This may include, but is not limited to, websites, games, search engines, ecommerce platforms, banner ads and instant messaging, mobile apps etc. Does not include prototypes of early-stage technology.

Social media-led work should be entered in D03, D04 and D05.

Targeted communication work delivered through mobile/portable devices such as mobile phones, mobile technology, etc.

Work that uses social media, streaming platforms, blogs, Wikis, video-sharing sites, hosted services etc. to create and/or enhance relationships with a community/consumers.

Work entered in this category should be planned and executed on social platforms as opposed to campaigns that went social.

Targeted social activity that responds to world events, public affairs and other real-world, real-time activity prompting social sharing and a measurable response.

Social activity designed to encourage a community/fanbase to contribute to or collaborate with a brand initiative through a clear call to action.

Work showcasing outstanding copywriting skill that has led to a successful and measured response.

Work that showcases the outstanding design of a customer experience that has led to a successful and measured response.

Work showcasing outstanding design in the customer experience that has led to a successful and measured response.

Direct marketing campaigns created to launch or relaunch a product or service on the market. This can also include work aiming to acquire new customers, and reinvigorate lapsed customers.

Dynamic work based on consumer data and insight. This includes but is not limited to content from websites, videos, emails, social and blogs. The work should demonstrate how the campaign enriched the user’s experience by driving engagement and achieving results.

Work for brands distributed solely within a specific locality. The work should resonate with a clearly defined, local target audience.

Brands that have creatively adapted their approach in response to competitor pressure by challenging the status quo to create game-changing work that uses progressive thinking and innovative creativity.

Work that aired or ran in a single country / region / market. The work should describe how the campaign was designed for the specific target market.

Work inspired by a specific audience or community, relying on identifiable social behaviour. The work should demonstrate how leveraging insights into consumer behaviour can create a powerful connection with a brand.

Work that celebrates the art of humour in branded communications, infusing wit, satire, and cleverness into campaigns that provide amusement and create memorable, laughter-inducing connections with audiences.

Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. The work should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.

Purpose-driven work/brand activism that addresses social, ethical and environmental issues. The work should demonstrate how the brand’s purpose has created value and affected communities by connecting customers to culture.

All not-for-profit, charity or government work should be entered in the relevant sector and/or A07. Not-for-profit / Charity / Government category in section A. Direct: Sectors.

Brands that have creatively adapted their strategy in response to local / regional / global issues, embracing new ways of delivering their brand while showing consideration for the consumer.

Work that honours brands that craft strategic solutions rooted in the lived experiences of culturally grounded communities. This approach reflects and translates the nuances of customs, behaviours, and traditions that shape foundational perspectives on identity (e.g. disability, gender, race, orientation, age). Such insights reveal how diverse audiences choose brands and media experiences, driving growth and impact.

The word limit for this section is 100 words.

This question is compulsory.

Please provide any brand and cultural context that would help the jury understand any cultural, national or regional nuances applicable to this work.

You should outline why this piece of work was created for this particular brand, in this market, at this particular moment in time, with all of the cultural and market conditions.

The word limit for this section is 250 words.

This question is compulsory.

Please select the objective(s) that were most important when creating this work – what the work set out to achieve.

For the jury to accurately assess the work, it must first establish its objectives. As you progress through the entry system, you must link your results back to each objective selected.

• Overachieve on brand metrics (e.g. awareness, engagement)
• Change consumer behaviour (e.g. attitudes, frequency, penetration)
• Create short-term sales growth (e.g. sales, promotions, discounts)
• Improve brand health (e.g. consideration, preference)
• Create sustained sales success (e.g. profit, sales)
• Create long-term brand and sales growth (e.g. shareholder value, retention, loyalty)

There is no word limit for this section.

This question is compulsory.

Please provide a summary of your entry.

• describe the background and context behind the work
• what creative challenges did the work face

This should be an overview of the work and an analysis of its effectiveness. You should describe how the objectives of the campaign have been successfully met.

The word limit for this section is 150 words.

This question is compulsory.

Consider the following when describing the creative idea:

• Does the work cross boundaries/have the ability to think beyond conventional boundaries or categories?
• Does the work evoke surprise/have the power to continue captivating attention?
• Does the work transcend the original challenge?
• Does the work incorporate breakthrough thinking?

The word limit for this section is 150 words.

This question is compulsory.

Consider the following when describing the strategy:

• Was the strategy based on consumer behaviour and/or cultural insight?
• Did the insight come from research and data?
• Did creativity play a key role in the interpretation of the business challenge?
• Was this piece of work relevant to the defined target audience?
• Does the work genuinely solve a real problem?

The word limit for this section is 150 words.

This question is compulsory.

Consider the following when describing the execution:

• How effectively was the concept brought to life?
• What specific implementation strategies were employed to ensure success?
• Which channels were utilised for placement, and were they optimal for reaching the target audience?
• How extensive was the scale of the execution in relation to the defined objectives?
• Did the execution adapt to any unexpected challenges or changes in the environment?

The word limit for this section is 150 words.

This question is compulsory.

Please refer back to the objectives selected when answering this question. Consider:

• performance against brand metrics (e.g. awareness, engagement, perception)
• change in consumer behaviour (e.g. attitudes, frequency, penetration, response rate)
• indications of short-, medium- or long-term sales success (e.g. donations, shareholder value, profit, revenue, ROI, sales, share)
• brand health improvement (e.g. consideration, preference)
• potential changes in government regulations or societal/economic events (e.g. changes in economic, political, social factors).

The word limit for this section is 150 words.

This question is compulsory.

If yes, you must disclose how it was used, considering the following:

• What AI tools were used?
• What was the extent of AI use in the final work?
• What were the data sources or inputs for any AI-generated elements, and where did they originate?

For guidance on acceptable AI usage please refer to the LIONS Integrity Handbook. Misrepresentation or wilful omission may result in your entry being withdrawn.

The word limit for this section is 150 words.

This question is compulsory.

As a member of AdNet Zero, we believe in the collective responsibility to reduce the carbon impact of developing, producing and running advertising to achieve real net zero. Please outline how this piece of work aligns with the brand's sustainability strategy and consider the following:

• Environmental cost: What steps were taken to measure, reduce and manage the environmental footprint of the work across its life cycle?
• Meaningful claims: What evidence can you provide to support any sustainability related claims made in the work, ensuring they are credible and meaningful?
• Long-term commitments: How do the sustainability-related claims reflect the brand's broader strategy and focus on relevant issues?

Please provide details of the benchmarks used to measure the success of this work's contribution to the overall strategy. This could include but is not limited to targets related to advertising business operations - advertising production - media planning and buying.

There is no word limit for this section.

This question is optional.

Based on the brief, what consideration was given to representation and diversity of the team(s) involved?

What consideration was given to accessibility in the work and what role did DEI thinking play throughout the development of the work?

There is no word limit for this section.

This question is optional.

If there are additional results you wish to disclose to the Jury but prefer to keep confidential, please enter them below.

The word limit for this section is 150 words.

This question is optional.

Describe the use of data, or how the data enhanced the campaign output

• Data gathering and interpretation
• Data insights and targeting
• Data integration and impact

The word limit for this section is 150 words.

This question is compulsory for C01.

Describe the use of data, or how the data enhanced the campaign output

• Data gathering and interpretation
• Data insights and targeting
• Data integration and impact

The word limit for this section is 150 words.

This question is compulsory for C02.

Describe the use of data, or how the data enhanced the campaign output

• Data gathering and interpretation
• Data insights and targeting
• Data integration and impact

The word limit for this section is 150 words.

This question is compulsory for C03.

Please comment on how the brand resonated with a specific target audience in a single locality.

The word limit for this section is 150 words.

This question is compulsory for F01.

Please tell us how the work challenged or was different from the brand's competitors.

The word limit for this section is 150 words.

This question is compulsory for F02.

Please tell us how the work was designed/adapted for a single country / region / market.

The word limit for this section is 150 words.

This question is compulsory for F03.

Please tell us about the social behaviour that inspired the work.

The word limit for this section is 150 words.

This question is compulsory for F05.

Please tell us about the humour insight that inspired the work.

The word limit for this section is 150 words.

This question is compulsory for F06.

Budget Details

Please provide budget details that show how the campaign achieved breakthrough results on a limited budget. Consider:

• the overall budget
• the breakdown of costs
• how the campaign maximised reach vs expenditure
• the significant impact this adjustment had on the campaign's effectiveness.

We recommend providing as much context as possible to understand the budget spend. However, we understand that different cases will have different types of results.

*(Any confidential information should be entered in the confidential information field)

The word limit for this section is 150 words.

This question is compulsory for F06.

Please tell us how the brand purpose inspired the work.

Explain how the purpose is ingrained in the core values and mission of the brand’s DNA. Discuss the impact of these initiatives on communities, society or the environment

The word limit for this section is 150 words.

This question is compulsory for F07.

Please tell us how market disruption inspired the work.

The word limit for this section is 150 words.

This question is compulsory for F08.

Please tell us about the specific cultural insight that drove the nuanced engagement behind this work.

The word limit for this section is 150 words.

This question is compulsory for F09.